And launched a Low Carb collection. As in, carbon.

Shopping with a conscious definitely doesn't require an occasion, but Earth Day is certainly an appropriate time for model-beloved, eco-cool brand The Reformation to launch its latest sustainability tool. The RefScale is a new feature on the label's e-commerce site that allows shoppers to see exactly how green each garment is compared to the industry standard. By clicking on an icon on a product page, you can see just how many pounds of carbon dioxide emissions and gallons of water were required for its production:

Courtesy of the Reformation

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So if I were to buy this Arly dress (which, hey, I just might), when I click the RefScale globe icon I learn that this garment required 78 gallons of water versus the industry standard of 1803 gallons of water, and produced 7 pounds of carbon emission versus the industry average of 19 lbs for the production of a similar garment. "Nothing gets us hotter than saving water," the site reads. Touché.

It makes a clear case for choosing material-conscious labels like The Reformation. (Thrifting is another great option, and The Reformation actually uses a large percentage of used fabrics in its collections.)

Courtesy of The Reformation

Though all of its garments are eco-friendly, Reformation also just launched a Low Carb collection (wittily named for carbon, not carbohydrates) that's even more green. Featuring fashion scenester Atlanta de Cadenet Taylor as its face, the range features even less of a carbon footprint—but doesn't scrimp on style, at all.